Saylor URL: http://www.saylor.org/books Saylor.org
- Sifting through secondary data is a necessary precursor for primary research, as it can provide
information relevant to sample sizes and audience. - The data can be used as a reference base to measure the accuracy of primary research.
- Companies that transact online have a wealth of data available to them.
- Social media have emerged as a forum where consumers discuss their likes and dislikes.
EXERCISE
- How does the Internet change the role of the researcher when it comes to market research?